Concerns about dairy cattle welfare are widespread. Cattle welfare is influenced by various circumstances and conditions, which are related to and dependent on each other. Confinement, restricted movements, high milk yield, disrupted social structures, painful and frightening management procedures, unilateral breeding, diseases, transport, slaughter and poor stockmanship are main welfare issues. This chapter identifies some areas that require further research and remedial action. Production transparency and marketing fairness are essential to limit the risk for ethical conflicts. Transparency, quality assurance and fair labelling of milk products should be used as a means to inform consumers and enhance animal welfare, and this chapter looks into these factors.